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knowledge

This scale is a seven-item, seven-point measure of the amount of confidence a consumer has in "personal independent" sources (relative or friend) as well as "personal advocate" sources (store manager or employee).

Four, seven-point Likert-type items measure a consumer's reported knowledge of brands in a specified product category as well as the important criteria to use in making a selection.

This five-item, seven-point scale is used to measure various aspects (knowledge, use, importance) of a consumer's involvement with several product categories.

The scale is composed of four, seven-point Likert-type items that measure a consumer's perceived knowledge of brands in a specified product category as well as the confidence to make purchase decisions and give advice to others about the product class.

A three-item, seven-point Likert-type scale is used to measure a consumer's familiarity with and interest in a specified food product category. Cole and Balasubramanian (1993) studied breakfast cereal.

The seven-item, seven-point scale assesses a person's understanding of cars, with particular emphasis on having familiarity with the purchase process.

A three-item, seven-point Likert-type scale is used to measure the degree to which a person would feel in control in a particular setting and be able to influence outcomes.

A three-item, seven-point scale is used to assess the ease of using a computer to perform some task that a person reports experiencing.

A three-item, eleven-point scale is used to provide an idea about the certainty with which a consumer perceives he/she has been able to accurately reflect his/her evaluation of a brand.

This three-item, seven-point scale is intended to measure the certainty with which a consumer perceives he/she has been able to reflect his/her evaluation of a soft drink accurately.